8 reasons your direct mail appeal didn’t work (Part 2)
By Wayne Gurley
2. You wrote about something your audience didn’t care about.
Many times an organization will pick a copy theme THEY think is important for their organization to talk about. However, it may not be something their donors care much about.
To be successful, direct mail appeals must be “donor-centric.” The copy theme needs to be something that will resonate with donors and motivate them to give.
Remember: It’s all about the donor and what THEY can do to change lives and help you achieve your mission, not about your organization or what you might think is important.
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